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Research Article

The Effect of Fairness Perceptions of University Educational Services on Relationship Quality and Customer Voluntary Behavior

Yoon, Manhui

Published: January 2003 · Vol. 32, No. 1 · pp. 315-340
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Abstract

This study examines the voluntary behavior of membership service customers (university students) and its antecedent variables from the perspective of service justice. To this end, it investigates how the justice perceived by customers in membership service delivery affects their attitudinal variables—customer satisfaction and relationship quality—and further how these attitudinal variables influence customer voluntary behavior. An empirical analysis was conducted with undergraduate students at a four-year university to evaluate the proposed model and hypotheses. Of the five hypotheses presented, four were statistically significant, and the proposed model demonstrated satisfactory data fit. The three dimensions of justice perceived by customers were found to have significant indirect effects on customer voluntary behavior through customer satisfaction and relationship quality. Furthermore, it was confirmed that when membership customers perceive that they are being provided with fair service, this perception induces voluntary behavior beneficial to the organization on the part of the customers themselves.
Keywords: 고객만족Customer Voluntary BehaviorsRelationship QualityService Justice